Culture of brand origin (COBO): the impacts of language and linguistics on purchase intention of a brand

• المؤلفون الرئيسيون: Amran Harun, Nabsiah Abdul Wahid, Osman Mohamad, Jaratin Lily, Charlie Albert Lasuin
• التنسيق: مقال
• اللغة: English; English
• منشور في: MCSER-Mediterranean Center of Social and Educational Research 2016
• الموضوعات: HB1-3840 Economic theory. Demography
• الوصول للمادة أونلاين: https://eprints.ums.edu.my/id/eprint/29309/1/Culture%20of%20brand%20origin%20.pdf; https://eprints.ums.edu.my/id/eprint/29309/2/Culture%20of%20Brand%20Origin3.pdf; https://eprints.ums.edu.my/id/eprint/29309/; http://www.mcser.org/journal/index.php/mjss/article/viewFile/8642/8301; https://doi.org/10.5901/mjss.2016.v7n1p32

This paper provides new insights into origin effect by focusing on new significant parameters pertaining to culture namely language and linguistics factors. It is postulated that the identification of culture of brand origin (COBO) on the basis of its language, and evaluation on linguistics componen...